联系我们

论文查询结果	返回搜索

论文编号：	9492
作者编号：	2120152726
上传时间：	2017/12/6 16:52:12
中文题目：	华晨汽车集团多品牌战略实施研究
英文题目：	The Research on Brilliance Auto Group Brand Strategy Implementation
指导老师：	赵伟
中文关键字：	自主品牌；多品牌战略；品牌差异化；品牌营销
英文关键字：	Self-owned brand; Multi-brand strategy; Brand differentiation; Brandmarketing
中文摘要：	近年来，随着中国人民生活水平的不断提高，中国汽车市场得到了蓬勃发展，已连续八年蝉联全球销量第一, 2016年我国自主品牌乘用车也快速崛起首次突破1000万辆大关。但是，自主品牌汽车还是没有完全摆脱品牌产品不成规模，品牌溢价能力差，品牌关注度低，口碑差等问题，对于急切想分享利润丰厚的中高端市场的自主品牌企业，多品牌战略成为优先的选择。本文对自主品牌中的华晨汽车实施多品牌战略进行研究，深入探讨华晨多品牌战略实施的环境和利弊，并提出一些建议和意见。 华晨集团旗下主要有金杯、中华和华颂三个自主品牌，本文分析了他们的发展历史，并基于内外部竞争环境和竞争条件下的态势进行了SWOT分析，即对三个品牌在竞争环境中的优势、劣势和外部的机会和威胁进行了研究和分析，得出了多品牌战略在华晨汽车实施的三要素：精准定位市场，建设品牌差异化，提高多品牌的综合管理能力。基于华晨品牌和产品的特点，对于金杯、中华和华颂品牌产品的市场定位进行了分析，通过品牌产品、服务和形象进行差异化建设，创造品牌差异化。特别对于管理多品牌组合和品牌之间资源和渠道协作进行了分析和研究，虽然华晨实施多品牌战略有诸多风险，需要耗费大量的人力、物力和财力。但是，展开子品牌全系统的渠道协作，可以有效降低开发投入和周期，同时也能降低品牌开发和经营的风险。 华晨汽车产品几乎涵盖轻型汽车整个细分市场，但是销量却持续萎缩，企业经营战略受阻，主要原因是市场需求认知不清晰，产品定位不精准，品牌产品的核心竞争力差。本文还就这些问题提出一些解决建议，首先是加强产品结构调整，认清主流市场需求，集中优势资源发展核心品牌，提高产品竞争力；其次是改进营销模式，优化营销渠道，改善经销商关系，加强队伍建设；加强多品牌运营管理，优化管理架构，共享供应链平台，共享销售网络等措施。尝试对华晨多品牌战略实施过程中的问题分析和改进实施，使其能在未来竞争中改善业绩，提高多品牌运营水平和盈利能力。
英文摘要：	In recent years, with the continuous improvement of the Chinese people's living standard, China's vehicles market is booming, and has been the world’s No. 1 vehicle market for eight years in a row. It is gratifying that the sales volume of China's self-owned brand passenger vehicles exceeds 10 million vehicles for the first time in 2016. It marks the all-round rising of self-owned brand passenger vehicles. However, the self-owned brand vehicles still cannot get rid of some problems, such as product out of scale, poor brand premium ability, low brand attention, bad reputation and so on. Multi-brand strategy has become an inevitable choice for the self-owned brand enterprises which is eager to share the rich profits of the high-end market. This thesis studies the multi-brand strategy implementation of Brilliance Auto self-owned brand, probes into the implementation environment, advantages and disadvantages of the multi-brand strategy, and puts forward some comments and suggestions. Brilliance Auto includes three self-owned brands, including Jinbei, Zhonghua and Huasong. This thesis analyses the development history, and has finished the SWOT analysis based on the internal and external competitive environment and competitivesituation, namely, analyzed the advantages and disadvantages, opportunities and threats of the three brands in the competitive environment. It has come up with the three elements of the multi-brand strategy implementation in Brilliance Auto: precise market positioning, build brand differentiation, improve the management ability of multi-brand. This thesis analyses the market positioning of Jinbei, Zhonghua and Huasong according to the characteristics of the brands and products, and propose that creat brand differentiation through brand product, service and image. In particular, this thesis analyses the management of multi-brand portfolios and collaboration between brands. Brilliance multi-brand strategy requires a lot of manpower material resources and financial resources, but even there are a lot of risks, expanding the channel collaboration of sub-brand in whole system can effectively reduce the development investment and cycle, at the same time also can reduce the risk of brand development and management. Brilliance auto products cover almost all segments of the light vehicle market, but sales continue to shrink and business strategy is blocked, the main reasons are that unclear market demand cognition, inaccurate product positioning, poor product competitiveness, etc. The thesis also puts forward some suggestions for solving these problems. Firstly, it is necessary to strengthen product structure adjustment, identify mainstream market demand, focus on resources to develop core brands and improve product competitiveness. Secondly, improve the marketing mode, optimize the marketing channel, improve the dealer relationship, and strengthen the team construction. Finally, it is recommended to strengthen multi-brand operation management, optimize management structure, share supply chain platform, sharesales network and other measures. It is expected that Brilliance Auto will improve its performance in the future competition, improve its multi-brand operation level and profitability.
查看全文：	预览  下载(下载需要进行登录)